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Publicity Blast
爆炸式宣傳
Over the years Steve Jobs would become the grand master of product launches.
多年來，史蒂夫·喬布斯已成為產品發布大師。
In the case of the Macintosh, the astonishing Ridley Scott ad was just one of the ingredients.
以麥金塔電腦的發布為例，雷德利·斯科特的驚人廣告僅僅是產品發布的一部分
Another part of the recipe was media coverage.
，還有一部分是媒體報道。
Jobs found ways to ignite blasts of publicity that were so powerful the frenzy would feed on itself, like a chain reaction.
喬布斯知道如何激發媒體進行爆炸式宣傳，這種宣傳方式威力強大，會像連鎖反應一樣越來越瘋狂。
It was a phenomenon that he would be able to replicate whenever there was a big product launch,
只要有重要的產品發布，喬布斯就會經常重復使用這一方法，
from the Macintosh in 1984 to the iPad in 2010.
從1984年的麥金塔電腦到2010年的iPad發布都是如此，這已經成為一種現象。
Like a conjurer, he could pull the trick off over and over again,
他就像一個魔術師，能夠一遍又一遍地施用相同的伎倆，
even after journalists had seen it happen a dozen times and knew how it was done.
即便記者們已經目睹多次，也知道事情會如何發展。
Some of the moves he had learned from Regis McKenna,
有一些竅門是他從里吉斯·麥肯納那里學來的，
who was a pro at cultivating and stroking prideful reporters.
麥肯納擅長引導和激發自負的記者。
But Jobs had his own intuitive sense of how to stoke the excitement,
但是，在如何挑起記者的興奮之情、
manipulate the competitive instincts of journalists, and trade exclusive access for lavish treatment.
操縱新聞工作者的競爭本能和通過透露獨家新聞獲得豐厚回報方面，喬布斯也有著自己的直覺。
In December 1983 he took his elfin engineering wizards, Andy Hertzfeld and Burrell Smith,
1983年12月，他帶著自己的天才工程師安迪·赫茨菲爾德和伯勒爾·史密斯，
to New York to visit Newsweek to pitch a story on "the kids who created the Mac."
前往紐約走訪《新聞周刊》，想讓對方寫一篇關于“創造麥金塔電腦的小伙子們”的報道。
After giving a demo of the Macintosh, they were taken upstairs to meet Katharine Graham,
在進行了麥金塔電腦的演示之后，他們被帶上樓同凱瑟琳·格雷厄姆見面。
the legendary proprietor, who had an insatiable interest in whatever was new.
格雷厄姆是媒體界的一位傳奇人物，她對所有新生事物都充滿莫大的興趣。
Afterward the magazine sent its technology columnist and a photographer to spend time in Palo Alto with Hertzfeld and Smith.
之后，《新聞周刊》雜志派遣自己的科技專欄作家和一位攝影師前往帕洛奧圖，與赫茨菲爾德和史密斯共度一段時光。
The result was a flattering and smart four-page profile of the two of them,
最后發表的報道共4頁，介紹了這兩位工程師，溢美之情盡顯，
with pictures that made them look like cherubim of a new age.
此外還配上兩人在家中的圖片，令他們看上去就像是新時代的天使。
The article quoted Smith saying what he wanted to do next:
文章援引史密斯的話來表述他接下來要做的事：
"I want to build the computer of the 90's. Only I want to do it tomorrow."
“我想要打造90年代的計算機，明天就開始。”
The article also described the mix of volatility and charisma displayed by his boss:
文章還描寫了兩人的那位老板的反復無常和領袖魅力。
"Jobs sometimes defends his ideas with highly vocal displays of temper that aren't always bluster;
“喬布斯有時會發怒，髙聲為自己的想法辯護，但并不會動不動就咆哮；
rumor has it that he has threatened to fire employees for insisting that his computers should have cursor keys, a feature that Jobs considers obsolete.
喬布斯認為光標鍵已經過時，有傳言稱，他曾因員工堅持表示蘋果電腦應該有光標鍵而威脅要開除對方。
But when he is on his best behavior,
但是，當喬布斯處于最佳狀態時，
Jobs is a curious blend of charm and impatience, oscillating between shrewd reserve and his favorite expression of enthusiasm: 'Insanely great.'"
他是魅力和急躁的奇特融合體，時而含蓄，時而酷斃了。而‘酷斃了’是他最喜歡用來表達自己激情的短語。”
